Hearing the call of consumers who want more environmentally friendly cars, Volkswagen released its latest concept carโthe purportedly fuel-efficient Tiguanโin an industrial-looking party space at Raleigh Studios. Hosts-for-hire Zooey Deschanel, Jaime King, and Christian Slater welcomed guests to this sneak peek of the compact SUV.Volkswagenโs Emanuela Wilm tapped Bryan Rabin and David Rodgers of Rabin Rodgers Inc., who worked with Fingerprint Communications to produce the event. The team strove to mimic the carโs ongoing developmental status by flanking the sound stage with two-story-high scaffolding that lent the venue a still-under-construction look. โThe car is still developing itself,โ Rodgers said. โThe scaffolding helped create an environment in a state of change and growth while also reinforcing the idea of design.โ Heaven or Las Vegas provided bright neon signs (including repeating Tiguan logos) that dotted the scaffolds, creating a cool metropolitan edge reminiscent of the Sunset Strip and Hollywood Boulevard.
Midway through the event, the virtual city experienced a blackout of sorts, as the lights went out and spotlights directed guestsโ attention to Taiko, African, and Brazilian drum performances throughout the venue, culminating in an American marching band weaving through the crowds toward a scaffold by the entrance. There, a scaffolding tower lifted and a garage door with the Volkswagen logo opened to present a bright-orange Tiguan.
Rabin and Rodgers highlighted the venue with the carโs colorsโorange, black, and grayโby painting walls black, laying a winding orange vinyl tire-track pattern on the floor, and dressing servers in gray. The pair also had the track pattern re-created on the ties and scarves worn by staff.
The music and entertainment was eclectic, including DJ sessions by Twiggy Ramirez of rock band Nine Inch Nails and Adam 12 of indie group She Wants Revenge, as well as an end-of-the-night performance by hip-hopper Ludacris. โThe music and DJs really illustrated the urban-jungle theme,โ Rabin said. โThe mix of music is like what you hear when you walk in the streets of the city. Itโs a real collision of cultures.โ
โRosalba Curiel
Posted 12.06.06
Photos: WireImage
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Midway through the event, the virtual city experienced a blackout of sorts, as the lights went out and spotlights directed guestsโ attention to Taiko, African, and Brazilian drum performances throughout the venue, culminating in an American marching band weaving through the crowds toward a scaffold by the entrance. There, a scaffolding tower lifted and a garage door with the Volkswagen logo opened to present a bright-orange Tiguan.
Rabin and Rodgers highlighted the venue with the carโs colorsโorange, black, and grayโby painting walls black, laying a winding orange vinyl tire-track pattern on the floor, and dressing servers in gray. The pair also had the track pattern re-created on the ties and scarves worn by staff.
The music and entertainment was eclectic, including DJ sessions by Twiggy Ramirez of rock band Nine Inch Nails and Adam 12 of indie group She Wants Revenge, as well as an end-of-the-night performance by hip-hopper Ludacris. โThe music and DJs really illustrated the urban-jungle theme,โ Rabin said. โThe mix of music is like what you hear when you walk in the streets of the city. Itโs a real collision of cultures.โ
โRosalba Curiel
Posted 12.06.06
Photos: WireImage
Related Stories
Rabin Rodgers Turns Five
MTV Inspires Enterprise Employee Awards